Responsible for creation and execution of Unilever’s retail media strategy, through a large, intricate change management program covering integrated retail media workflows, enhanced visibility of investments, increased value through best in class, multi market retail media JBPs, expanded retailer data access, streamlined retail media tools, reshaped the future of retail media P&L and pioneered new eComm tailored models. Also lead the Amazon Media Partnership, one of Unilever’s largest media partners by driving improved media investment best practice, scaling the use of audiences, data and AI, in addition to unlocking advantages such as deeper discounts and data access, via a best-in-class multiyear JBP. Also lead Unilever’s Data-Driven Marketing media strategies by integrating and increasing 1st party data usage in plans, through ROI standardization , boosted data quality and data quantity, increased enterprise data access to fully privacy consented data, diverse data signals, and necessary tools, tech, and guidance for TODAY, along with forward-thinking strategies for TOMORROW such as plans for cookie-less, privacy-centric future, and AI led audiences on social. Responsible for embedding DDM and eComm media strategies with Media Partners (Google, Meta, TikTok), with increased audiences, leverage of partner signals in plans, and co-creation of roadmaps for lower funnel excellence. Lead the social commerce media strategy , with planning and budgeting guides, increased data signals, full funnel agency models, and reporting. One of the Principal architects of a new fit for purpose marketing function (Digital Marketing, Media and Digital Commerce Team) that aligns with convergence trends, defining crucial roles and processes, identifying success KPIs and providing continuous comprehensive capability and community plans to enhance all frontline teams.1UL external steward in important industry forums linked to Retail Media, Privacy, and Data-Driven Marketing.